Let us create a 3d Digital eBook for you! DigyCat.com
|
||
|
||
|
Sales Information | Let us create a 3d Digital eBook for you! DigyCat.com |
|
|
|
Long Sales Letters vs. Short Sales Letters
Everywhere I turn, I'm being asked to weigh in on the issue of whether copy should be long or short in a sales letter. I receive countless newsletters on copywriting and marketing, and they are all still debating the issue. I doubt that the question will be answered definitively, but after hearing from other Internet copywriters and after considering the issue myself, I've learned that if you follow three guidelines, the issue of length will become almost irrelevant. Guideline #1) TELL PROSPECTS WHAT THEY WANT AND NEED TO KNOW TO MAKE A BUYING DECISION. Interested prospects will read even a sales letter of several pages long if they are interested and if your sales letter has good content. Many of us are more interested in telling prospects what WE want them to know. But we should all be telling prospects what THEY want and need to know. Guideline #2) OMIT NEEDLESS WORDS. This guideline is actually Rule #17 from Strunk & White's famous little book on writing, _The_Elements_of_Style_. (If you write, you really should read this small but influential book.) Anything that doesn't have a direct purpose or work toward winning over your prospect should be cut out. I don't care how much you want to tell them about what a great reputation your company has and how successful you were last year. Unless that information takes the reader one step closer to buying (admittedly, sometimes it does), cut it. Do the research and know your target audience. Then, write with their needs in mind. Write everything your prospects want and need to read, but write ONLY what they want and need to read. Cut the rest. Guideline #3) TEST. TEST. TEST. This is the best indicator of how long your sales letter should be. If you don't like to test, you have to rely on luck. Not a good idea. Put together the best sales letter you can with everything a prospect needs to know to make a buying decision, cut out anything that's not essential reading for your prospect, then run it. Record the results. Rewrite a portion of the letter. Test again. Record the results. Keep doing this until conversion rates improve and you'll know how long your sales letter needs to be. Of course, this kind of testing is much easier online than in offline direct mail, but it needs to be done. (Offline direct mail will probably require a split mailing.) Although many people will tell you that "research has shown longer sales letters pull better," the only research you should be paying attention to is your own. Long sales letters don't pull well for everyone. There's an easy way to answer to the question of how long or short a sales letter should be. (It's the same for other similar questions of tone, diction, and how much text you should emphasize.) Determine the needs and desires of your readers and you'll have your answer. About The Author Matthew Cobb is an independent copywriter/consultant. Contact him at contact@cobbwriting.com or learn more about Sales Letters by Matthew Cobb by visiting his Web site at www.cobbwriting.com/salesletters, and sign up for his free monthly e-publication, The Seductive Sales Letter Clinic.
MORE RESOURCES: Sales - Google News What Nintendo's 2011 sales mean for Wii U, third parties - Gamasutra
Orchids Paper Products Company Reports Record Quarterly Converted Product ... - Sacramento Bee
Apotex pays Bristol, Sanofi damages over Plavix - Wall Street Journal
Beer sales could be boon for Arizona's universities - AZ Central.com
Fed Sells $6.2 Billion of Bonds From AIG Rescue to Goldman - San Francisco Chronicle
iPhone on Sprint: Great for sales, terrible for profits - Christian Science Monitor
Wells Fargo's Carroll eyes cross-selling by brokers - Reuters
Las Vegas Still Selling More Homes in January, Yet Prices Still Declining - World Property Channel
Newsstand Report: Sales Down Across the Board, Elle Plumets 18%, and ... - Fashionista
Average Salespeople “Fly By The Seat Of Their Pants” - Utah Pulse
|
 |
|
|
RELATED ARTICLES
Building Relationships A conversation: The Salesperson: "I don't cold call-I want to build relationships." Wendy: "Huh?" Recently I've had a number of conversations with sales professionals and entrepreneurs who tell me they do not cold call because they want to build relationships with prospects. How To Get Your Mail Past The Gatekeeper And Into The Hands Of The Decision Maker GUARANTEED There are several ways to get your information into the decision maker's hands.Use "The Stealth Mail Method". How to Leverage Your Influence Why do we get into sales? Typically it is two reasons for most people. One is to make money, and the other is often that we like working with other people. Why I Hate (Most) Benefit Statements Benefits are what motivate people to purchase from you, right? Not exactly. Just last week I was reviewing a rundown of product benefits with a client who is putting a new prospecting program together. Focus on a Trade - Not a Discount Smart buyers will always ask for a better price. Unfortunately, too many sales people and business owners automatically think that reducing their price is the most effective way to respond to this request. Selling - Remember These Ten Rules and Succeed There are thousands of books and seminars on how to succeed. What many don't make explicit is the requirement to be a great salesperson - even if you're selling an idea!Here are the ten simple but powerful rules that will guide you in all your selling decisions. Sell With KISS, As In Keep It Simple, Stupid One of the most useful and fundamental communications lessons that has been repeated to me over the years, ever since my earliest days of formal business training, is the fabled, famous, and fabulous "KISS" formula.In my college marketing class we were told "Keep It Simple, Stupid!" When I entered my three-month sales-training orientation at New York Telephone way back in 1968, it was a more refined "Keep It Short and Simple. Leave a Better Voice Mail Message Yesterday I received a call from a financial planner named Richard doing a cold call. My policy is to always return those calls which help me to understand why I would personally benefit from doing business with a sales person. Selling Services Selling a service isn't the same as selling a product. Your prospect is buying an intangible. Youve Got a Great Business, but Nobody Cares! I would like to share a disturbing little secret with you. Almost 70% of the people you do face-to-face business, with will never speak to you again!It's not that they didn't like you or get value from your services, but they just don't care. Telephone Techniques TELEPHONE TECHNIQUESSelling face to face is different from selling on the telephone. The main role of a telesales person is to generate sales either from incoming calls or by outbound calling. Great Telephone Skills Having good telephone skills is crucial as the call may be the catalyst for a prospective sale or provide vital counseling for a member of public. However, since both parties may not see each other face-to-face, a telephone conversation may not lead to favourable results; on the flip side, it may lead to unintended misunderstanding. The Art Of Cold Calling I know, don't groan. You have to do them if you want to get properties and make money. Peddlers, Hucksters, & Empty Suits Ever feel like you were "just a salesperson"? I think anyone who has been in sales for awhile has thought or felt this at sometime in their career. In some fields, sales is such a dirty word that they've created euphemisms to try and reclaim some dignity. How Can a White Paper Support Sales and Marketing? A white paper supports PR, marketing and sales because it works for all levels of decision makers. Engineers and executives may not be too impressed by brochures, but they are impressed by well-written white papers. The Answers (1 - 5) Are Here !!! - Challenge Yourself - Evaluate Your Selling Skills "THE ANSWERS (1 - 5) ARE HERE!!!"Question 1) List the top five most important steps in the selling process?Answer: 1. Rapport. The Hands On Approach While living in the technology age where everything is computerized, digitized, and auto-responded, it is very easy to forget where we came from, and how all of this progress has almost completely wiped out the personal touch.In this article, I am going to discuss three different ways to reach out and touch your customers and get their attention in ways you could never do even with all of todays modern technology. Interactive Sales Letter Skyrockets Conversions with 2 Simple Questions There are many tactics and techniques that go into converting visitors into buyers. However, this article will prove to you why creating an "interactive" sales letter will be the most critical weapon in your modern marketing arsenal to accomplish this. The Power of Thank-You When was the last time you thanked your customers?This often neglected gesture is a very powerful sales tool. As a small business owner, I want to know that the companies I chose to work with appreciate my business. What is Lead Generation? Lead Generation is vital to all businesses. All companies try to attract new customers, and this is a kind of lead generation.
|
|
Looking For Royalty Free Photos for your Website, Business or Advertising?
List4Sale Domain Is For Sale - $10,000 For Enquiries eMail Us © www.List4Sale.biz 2011 |
|
